Marketing Mix - The Body Shop

Extract

[...] A long-time activist for Greenpeace, she was a pioneer in 100% ecological and natural cosmetics, creating the famous brand: The Body Shop. Without any desire to be part of the norms, quite the contrary, Anita Roddick wanted to ‘fight for a fairer and more beautiful world' by proving that trade can be ethical by creating healthy, ecological products, and unlike most of the industry, not tested on animals. It is the first brand to refuse this kind of test and which will give birth to a new law How did the small organic cosmetics store manage to become a global brand? [...]

[...] The logo written in white represents peace and purity on a green background, relating to nature and all that is organic places which are The Body Shop value ​​it wishes to reflect. Its values ​​are five in number: banning animal testing, supporting fair trade, encouraging self-esteem, defending human rights and protecting the planet. This round shape found on the logo leads us to think that it represents life through the planet. B. Price The price is also a very important point of the mix. [...]

[...] This is another way The Body Shop uses to promote its image. Since its inception, it has embarked on many campaigns. Currently, we find the campaign ‘Forever Against Animal Testing' one of the most famous of the brand. Through it all, we understand that the brand does not aim to promote its products in themselves, but rather its values, which are unique and unmatched by the competition. One of the first campaigns was the ‘Save the Whales' campaign in 1986, aimed at combating whale fat used in most cosmetic products from other brands. [...]

[...] In product policy, the packaging is also very important. The packaging encompasses three functions: the technical function, which consists of protecting, containing or even facilitating transport, the economic function and the marketing function which aims to draw attention to, make recognisable and encourage the purchasing impulse for the consumer. By taking the packaging of a flagship product of the brand, we immediately notice that they are refined, that is to say, simple while being effective. The fruit used for the product, including its scent, is found in the middle of the packaging, covered with the brand's logo, which allows consumers to recognise The Body Shop products among all other cosmetic brands. [...]

[...] More recently, L'Oréal decided to sell The Body Shop to a group much more committed to respectful cosmetics: Natura & Co, which brings together Natura, Avon, Aesop and now The Body Shop. Each brand keeps its own identity by being linked by ‘a common objective: to help make the world a better place'. B. Marketing Mix Marketing is a very broad concept, sometimes complicated to define. It is a controversial subject of the classic approach, it is based on a development in three stages: the market with the supply lower than the demand, then the supply substantially equal to the demand and finally the supply higher than the demand. [...]